Identifying Users Across Platforms with a Universal ID Webinar Slides
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Transcript of Identifying Users Across Platforms with a Universal ID Webinar Slides
Welcome & Webinar Overview
- This webinar will be recorded- We will take questions at the end
Keenan RiceVice President, Alliances
Looker
Collect Segment
Analyze Looker
Demo Segment+Looker
Identifying Users Across Platforms with a Universal ID
Why is this important?
What questions are you trying to answer?
Identifying Users Across Platforms with a Universal ID
Let’s start with why you’re using analytics in the first place.
Aha Moment.
z
Aha moment
What are high value customers doing? How can we attract more?
7x7
Some questions
Cross platform analysis
How likely is a mobile user to complete their purchase on web?
Some questions
Seamless experience
How do we make sure that when a user starts something on web, they can finish on mobile?
Some questions
Collect Segment
Analyze Looker
Demo Segment + Looker
Identifying Users Across Platforms with a Universal ID
Choose the most important events to track.
Create a naming convention.
Implement consistent naming across devices.
Collecting Data the Right Way
Event Tracking
Analytics.js
iOS
[[SEGAnalytics sharedAnalytics] identify:@"1e810c197e" traits:@{ @"name": @"Bill Lumbergh", @"email": @"[email protected]" }];
analytics.identify('1e810c197e', { name: 'Bill Lumbergh', email: '[email protected]'});
Data SchemaData SchemaAnalytics.js iOS
{ "anonymousId": "507f191e810c19729de860ea", "channel": "Javascript", "context": { "ip": 9.9.9.9, "browser": "Mozilla 5.0" }, "messageId": "UID", "projectId": "sjdhv6wim", "receivedAt": "2015-02-23T22:28:55.387Z", "sentAt": "2015-02-23T22:28:55.111Z", "traits": { "name": "Bill Lumbergh", "email": "[email protected]" }, "type": "identify", "userId": "97980cfea0067", "version": "1.1"}
{ "anonymousId": "507f191e810c19729de860ea", "channel": "iOS", "context": { "app": "{...}", "device": "{...}", "network": "{...}" }, "messageId": "UID", "projectId": "sjdhv6wim", "receivedAt": "2015-02-23T22:28:55.387Z", "sentAt": "2015-02-23T22:28:55.111Z", "traits": { "name": "Bill Lumbergh", "email": "[email protected]" }, "type": "identify", "userId": "97980cfea0067", "version": "1.1"}
Data SchemaData Schema
anonymous_id user_id name email context.X sent_at received_at
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx507f191e810c197...
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx97980cfea0067
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxBill Lumbergh
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxbill@initech.com
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx...
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx2015-02-23T22:28...
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx2015-02-23T22:28...
Identifies Table
sort key
Collect Segment
Analyze Looker
Demo Segment + Looker
Identifying Users Across Platforms with a Universal ID
Agile data modeling; Transform Data at Query
ETL ELTA single set of
data and definitions Hosted on-premise
or in the cloudAn analytics app server that doesn’t move your
data
A better way to explore complex data
ERIN FRANZLOOKER DATA ANALYST
“We found that we’d add a lot more value back to the organization if we gave it to everyone.”
TODD LEHRDOLLAR SHAVE CLUB
ERIN FRANZLOOKER DATA ANALYST
Define periods of user activity to analyze visit metrics
Drill into and visualize results to answer questions
Map disparate user identifiers to track user behavior over time
Universal User ID
Build on sessions in the modeling layer to capture desired analytics
SessionCreation
Custom Modeling
Explore!
Why create a Universal Id Mapping ?
Simple & Repeatable• Intuitive & reusable modeling language• Github for collaborative development• Transformation at query (ELT over ETL)
Cross Platform Analytics
Track Users Over Time
Track Users Over a Visit
Consolidate Anonymous Ids and
User Ids
Consolidate Identifiers Across
Many Visits
Consolidate Identifiers Across
Multiple Device Types
Consolidate and Track User Behavior
TracksTracking Event Data
PagesPageview Event Data
AliasesTracks User Id Changes
Use Relevant Base Tables to Create a Universal Alias Mapping Table
Anonymous Id (created pre-login) and User Id (created upon login) are recorded when available for each event.
Records Previous Id and a current User Id upon change
Create a Universal Id Mapping
Simple & Repeatable• Intuitive & reusable modeling language• Github for collaborative development• Transformation at query (ELT over ETL)
A1 A2 A3
U1
U2
Alias Next Alias
A1 U1
A2 U1
A2 U2
U1 U2
A3 U2
A1 A2 A3
U1
U2
Alias Next Alias
A1 U2
A2 U2
U1 U2
A3 U2
U2 U2
Collect Segment
Analyze Looker
Demo Segment + Looker
Identifying Users Across Platforms with a Universal ID
SessionCreation
Custom Modeling
Define periods of user activity to analyze visit metrics
Map disparate user identifiers to track user behavior over time
Universal User ID
Build on sessions in the modeling layer to capture desired analytics
SessionCreation
Custom Modeling
Using SQL to Define, Measure and Analyze User Sessionshttps://segment.com/blog/using-sql-to-define-measure-and-analyze-user-sessions/
A Guide to Universal User ID Mappinghttps://segment.com/blog/guide-to-universal-user-id-mapping/
Building the Ultimate Funnel with SQLhttps://segment.com/blog/building-ultimate-funnel-sql/
Looker and Segment Resources
Thank you
- This webinar will be posted on looker.com tomorrow.
- Demo Looker at looker.com/demo
- Demo Segment at segment.com/demo